The Bland Brand Problem

No Personality? No Pull.

Too many Food & Beverage brands think the quality of their product is enough to bring customers in and keep them coming back. 

That might be true, but first, they need to know you exist, or they’ll never learn about how great you actually are.

And if you’re the same faceless cookie-cutter brand in a never-ending sea of similar brands, doing the same things to attract the same customers, no one ever will.

That’s why, just like your product, your brand should have a distinct flavor (or in other words, a personality)

‍

Think about the people you’re drawn to...

They all have some sort of quirk you appreciate, some sort of story that kickstarted your relationship. Otherwise, you wouldn’t have remembered them, right?

Maybe they told a dirty joke you couldn’t help but sneer at. An offbeat opinion that stood out to you, and got a conversation started. 

Or maybe they just wore the same shirt you did that day, and it caught your eye.

‍

Whatever the reason, you took notice. They made a lasting impression on you.

Now what about the people who never made an impression on you? 

Exactly. You can’t even remember who they are.

‍

Brands work the same way.

If yours doesn’t stand for anything—if you can’t make that initial connection— you’re simply going to fade into the background, and no one will even take notice.

Just like a friend, customers want a brand they can rely on and hang out with, again and again.

No one bonds with a beige personality.

‍

Why Bland Brands Stay Broke

Without a consistent and well-defined personality, you’re making an expensive mistake. 

When you can’t connect with your audience on an emotional level, you’re going to notice a few things…

‍

‍You’re Inconsistent

One day, you’re bubbly and bold. The next, you’re cold and corporate. People will take notice, and they won’t know where to place you... And if you feel “off”, they’re not going to trust you.

‍

‍You’re Forgettable

As I mentioned, people don’t remember the brands that play it too safe

‍

‍People Can’t Connect With You

Without any charm, people simply won’t have the desire to engage with your brand

‍

‍Weak Storytelling

Trying to tell your audience about something interesting? Forget it. No one’s listening.

‍

‍Goodbye Growth

You’ll be dabbling with your marketing over and over again, trying to find the “winning message” without understanding the core problem

‍

Imagine if Olipop sounded like a medical supplement instead of a sparky, refreshing, bubbly friend. Where’s the charm? Their image wouldn’t fit their messaging, and their messaging wouldn’t be fun, funky or fresh.

‍

What if Liquid Death leaned into its product more, labelling itself as a natural spring water brand? Its name wouldn’t make any sense for one, the brand's humour would fall flat, and the heavy metal aesthetic would be totally out of place. It’d be one more brand in a sea of sameness.

‍

All that to say... If you don’t understand yourself, how will your audience understand you?

No one remembers the brand that tries to be everything for everyone.

‍

How to Build a Personality With Bite

So, what’s the fix? How do you even create a personality?

It’s not as hard as it sounds. It just takes a little groundwork.

‍

Consider your mission and your values, then ask yourself the following:

• Why do you even exist? 
• What problems do you solve for your customers? 
• Who even are they? 
• What value do you bring to the table?
• What makes you different from everybody else?

‍

Now take what you know, and turn it into a voice guide. A loose rulebook for how your brand communicates. How it talks, jokes, explains, comforts, and sells. A set of rules to define the way it speaks. This is your verbal identity.

It doesn’t need to be edgy (unless you want it to). It just needs to be intentional.

It doesn’t need to be loud and proud, either (again, unless that’s what you’re going for). Just make it memorable.

‍

By consistently applying the rules you’ve created for your brand over time, you’ll start to see a personality develop, among other benefits. 

• You’ll start to speak your customer’s language—And surprise—they actually start listening
• Your messaging will develop a sense of rhythm and reason, giving your brand a much needed boost in the trust department
• Your content just sounds better, because it sounds like you
• People will start to care about your brand, and rely on it to meet their needs
• You’ll begin to build valuable long-term relationships with the kind of people that matter

Your product isn’t enough to impress your audience, and you’ll never grow if you’re as charismatic as a block of plain tofu.

So lose the bland, and give them a reason to take notice. 

Season your brand with a personality that shows them your unique flavor and carve out your place in a market full of bland and boring brands.

‍

If you’re sick of playing it safe, and want to create a brand with personality, I can help.

Click here to schedule a meeting with me today.

‍